OREANDA-NEWS. September 24, 2015. Lincoln recently expanded its presence in the Zhejiang province with the grand opening of the Jiaxing Wanlin Lincoln Store.

The Jiaxing Wanlin Lincoln Store is the third to open in the Zhejiang province, where consumer perceptions about luxury are shifting from a statement of wealth to an expression of their individuality. The brand has been warmly received by local customers since its debut in the province. This move also showcased Lincoln’s commitment to delivering the best service to its customers in this affluent region.

With 18 dealerships already open, Lincoln has been growing steadily in its dealer expansion plan. A total of 25 Lincoln Stores will be open by the end of 2015, followed by a comprehensive network of 60 dealerships in 50 cities by the close of 2016.

“The Chinese market is evolving. A new generation of customers wants personally crafted experience and emotional connections with the brand. We developed The Lincoln Way specifically with this new generation in mind,” said Robert Parker, president, Lincoln China. “It has allowed us to capture growing markets and take advantage of the changing tastes of the new generation of luxury car buyers. We’re confident that this strategy will bring us even greater returns in the future.”

The Lincoln Way, for a New Generation of Customers

Lincoln’s efforts in opening up in the Chinese market leverages the deep insights built into The Lincoln Way. An innovative new model of car ownership, The Lincoln Way demonstrates an implicit understanding that the new generation of luxury vehicle consumers is keenly focused on intensely personal experiences and deep connections with brands.

The Lincoln Way does away with the traditional transaction-focused model to apply a “one-size-fits-one” approach. By putting the relationship between the customer and the brand at the center of guest interactions, Lincoln is able to provide better and more personalized service for each customer.

As an important element of this new philosophy, all Lincoln Stores are built around their customers, using clean, elegant designs, harmonious colors and quality materials. The distinct, welcoming environment features a relaxing tea house and a personalization studio where customers can customize and preview life-size versions of their vehicles.

A team of Lincoln Institute-trained staff is assembled at each dealership to anticipate guests’ needs. Personalized test drive routes can be arranged at any dealership or online, full maintenance transparency is available in each Lincoln dealership with a live video feed, and service hours can be extended to fit clients’ busy schedules.

This personally crafted luxury has been extended online with the recent announcement of “The Virtual Lincoln Way”. When fully implemented, the initiative will allow customers to manage everything from touring a Lincoln store to purchasing their new vehicle online.

Now available is “Explore”, a digital tool that allowing customers to take a 360-degree dealership and product immersion tour via China’s popular WeChat platform. It will soon be followed by digitally supported “Shop”, “Purchase” and “Ownership” phases. Together with physical Lincoln Stores, it will provide Chinese luxury customers with a truly one-size-fits-one experience uniquely Lincoln.

Expanding Product Portfolio Enhances Personalized Experience

The Lincoln Way exists not only at dealerships, but also through an expanding and competitive product portfolio.

“Lincoln’s potent lineup of vehicles echoes the brand’s philosophy of The Lincoln Way and its heritage,” said Dong Ruan, general manager, Jiaxing Wanlin Lincoln Store. “Equipped with intuitive technologies and positioned in popular market segments, these vehicles really show the best of the brand’s heritage and ability to give customers the specific features they value, both now and into the future.”

Since its launch in China last year, Lincoln has introduced a lineup of class-leading vehicles, including the MKC, a small premium utility vehicle, and the MKZ, a midsize premium sedan. Both are available in four available trim packages: the Reserve, the Select, the Preferred and Presidential Series.

Three other models are to be introduced by the end of 2016. After successful debuts at Auto Shanghai 2015, the medium-large sized premium utility Lincoln MKX and full-size luxury SUV Lincoln Navigator will arrive at Lincoln Stores in the second half of 2015. The much-anticipated full-size sedan, the Lincoln Continental Concept will launch next year, bringing Chinese customers the future of “Quiet Luxury.”